All MKC Content
A Look in the Mirror: Why Client/Agency Relationships Fail
In this session, Mark Sneider, Owner/President - RSW/US & RSW/AgencySearch talked about relationship hindering issues on the two sides of the the Agency side and the Marketer side.
Farmers Insurance: Lessons Learned on How to be a Great Client
In this session, Jenny Howell, Advertising Director – Farmers Insurance shared a case study on how they effectively partner with their advertising agencies and lessons learned for how to be a great client.
Capital One Maximizes Regional Sponsorships through Centralized Approach
John Neukom, brand manager at Capital One Bank, and Jim Andrews, senior vice president, content strategy, IEG, LLC, discuss the rationale, process and tools deployed to ensure that Capital One’s sponsorships continue to deliver a distinctive, sustainable, and substantial competitive advantage.
Con Edison Powers Tomorrow’s Scientists through Sponsored Educational Programs
Discover how Consolidated Edison leverages educational sponsorships, such as the FIRST Robotics Competition, to further the brand's objectives in teaching kids about the rewards of engineering and science while building their brand through community outreach.
Norwegian Cruise Line and the Rockettes Sailing into a Non-Traditional Partnership
Maria Miller, senior vice president, marketing, Norwegian Cruise Line, and Chris Moseley, senior vice president, product management and brand oversight, Rockettes, MSG Entertainment, discussed how the Rockettes are partnering with Norwegian Cruise Line to introduce its newest ship, Norwegian Breakaway, sailing year-round from Manhattan beginning this May.
SAP’s Sponsorship Strategy: Beyond the Numbers
Chris Burton, group vice president, global sponsorships at SAP, discussed how sponsorship is playing a pivotal role in humanizing the brand and helping SAP expand its horizons beyond enterprise software.
2013 Canada Social Mom Report
BabyCenter surveyed over 1,250 moms living in Canada to determine the role that social media plays in their lives.
2013 UK Social Mum Report
BabyCenter surveyed over 1,700 mothers living in the U.K. to determine the role that social media plays in their lives.
Content Marketing
Research reveals that 91 percent of marketers use content marketing, yet only 36 percent believe their programs are effective. This ANA Insight Brief provides tips for building an impactful content marketing program and shares best practices from Charles Schwab, Cleveland Clinic, Kraft, and Schick. Read how to repurpose existing content, empower brand advocates, and what to measure to create an effective content marketing program.
Continental Tire Scores with Soccer
Continental Tire has expanded its partnerships with the U.S. national soccer teams, as well as Major League Soccer and the FIFA World Cup, to build awareness and educate consumers about its products.
Elevating the Role of Marketing Procurement
ANA fielded a survey in December 2012/January 2013 to better understand the metrics used to measure the success/contribution of the marketing procurement organization.
Huawei Device USA, Inc. is Turning Up the Volume on Music Marketing
Huawei Device USA, Inc., a Chinese company that manufactures headsets and USB drives, will be the presenting sponsor of the Jonas Brothers’ 2013 summer tour.
IEG Category Update: Healthcare Companies
The aging Baby Boomer population and implementation of the Affordable Care Act have presented drugstore chains, hospitals, and insurance companies with new opportunities to expand their businesses via sponsorship possibilities.
Pennzoil Sees Success from Tim McGraw Partnership
Pennzoil has expanded its sponsorship partnership with country music star Tim McGraw and Shell Oil Co. into 2013, thanks to positive results in 2012.
UBS Expands Arts Involvement; Rolls on with Formula One
UBS has expanded its longstanding partnership with the Solomon R. Guggenheim Fellowship to support the arts in South and Southeast Asia, Latin America, North Africa, and the Middle East, and added a sponsorship relationship with Formula One, thanks to the improving global economy.
Who Does What: Department Stores
After a five-year lull, IEG reports that many department stores are now entering the sponsorship field, including Sears, Lord & Taylor, and Macy’s.
FLOR's Evolution to Becoming a Multi-Channel Retailer
In this session, attendees learned how FLOR navigated its way from a direct mail and web focused business to a true multi-channel retailer by observing and responding to their customer's shopping behavior.
Insights into Luxury: Ads, Electronic Devices, and Apps Attract Very High-Income Consumers
Older high-income consumers (those with household incomes over $250,000) are more likely to see advertising via traditional platforms, according to The Shullman Research Center.
Insights into Luxury: Small Business Ownership and Luxury
Eighty-six percent of small business owners (i.e., those with household incomes over $250,000) are optimistic about their own personal financial situation and the economic outlook, according to The Shullman Research Center.
Insights into Luxury: Social and Business Networking by Very High-Income Consumers
The Shullman Research Center reports that upscale consumers (those with a household income greater than $250,000) are more likely to use web-based communications when reaching out to family and friends as opposed to be to traditional communication methods.
